King of Africa dancehall, Samini has publicly endorsed the Leadership for Conservation in Africa (LCA) on stage at the I Love my Life Concert held at the Dome on Saturday, July 7, 2012.

In the heat of his electrifying 90-minute super-performance, Samini asked the band to hold on while he spoke passionately about the green conservation agency. He said he was standing on stage primarily as an LCA icon spearheading their “Let’s Go Green” campaign.

According to the 2007 GMA Artiste of the Year, the concert was the beginning of a powerful association he had started with LCA Ghana.

“When the last tree dies, the last man dies, let’s keep it green. I’ve taken it upon myself to push LCA Ghana agenda since they fall in line with my true dreams. And this starts with activities in aid of the development and conservation of the Shai Hills Reserve Resort”.

He then asked the technical crew to play, for the first time, the video of the project theme song, “She’s My Planet”, a song he recorded with South African singer, Chris Chameleon, also the icon for LCA South Africa.

Confirming Samini’s words in an interview, Verus Nartey, a member of his management company (Phamous Music) said Samini agreed to be an LCA icon and signed a year deal with LCA Ghana since December 2011. “In the coming months, he will be embarking on several initiatives as the ambassador of the Let’s Go Green campaign including recording a song for that cause.”

On how the LCA deal would affect his other endorsement deals, such as MTN; Verus, who is the Chief Operating Officer of Phamous Media Group, said, “Samini has renewed his MTN deal. His relationship with MTN is intact and about to blow even bigger. We have a series of activities lined up for the Samini/MTN unrivalled relationship.”

South African National Parks (SANParks), Gold Fields Ltd. and the International Union for the Conservation of Nature (IUCN) are the founding members of LCA.

It has since been actively involved in 16 African countries, of which Ghana is one. The main goal of the LCA is to influence and bring about the protection of 20 million hectares of rain forests and selected eco-systems in Sub-Saharan Africa by 2020. This goal is referred to as Vision 20/20.

In collaboration with the Ghana Forestry Commission, the Ministry of Lands and Natural Resources, and with the support of the some captains of industry in Ghana, the LCA Ghana Chapter was initiated in May 2007. In July 2011, the LCA Ghana Chapter was mandated to implement a business plan for the development and conservation of the Shai Hills Resource Reserve for generations to come.

The “LCA I Love my Life Concert” which was headlined by Jamaican superstar, Demarco and African dancehall king, Samini was to raise awareness for the Shai Hill Resources Reserve.